Become a member

NEW ADVERTISING RULES FOR LESS HEALTHY FOOD AND DRINK NOW IN FORCE

From 5th January 2026, ads for less healthy food and drink products, (including HFSS – high fat, salt, sugar) foods, will be banned from appearing:

  • on television between 5:30am and 9:00pm
  • in on-demand programme services between 5:30am and 9:00pm
  • in paid online media at any time

This follows the publication on 4th December of the Committees of Advertising Practice (CAP) consultation on rules and guidance to implement new legal restrictions on advertising food and drink products.

Following formal approval by the Advertising Standards Authority (ASA) and Ofcom, CAP’s regulatory statement confirmed how the new restrictions will be administered through the UK Advertising Codes.

The final rules reflecting each restriction are accompanied by Advertising Guidance on their implementation: Advertising of less healthy food and drink products.

Advertisers must ensure that their ads comply with the new rules. This applies to all new ads and existing ads appearing on or after 5 January 2026.

CAP have produced an infographic to guide businesses through some of the changes, as well as resources which provide a more in-depth look at the updated rules. These can be found here: ASA & CAP food rules – ASA | CAP

ASA and CAP are also encouraging advertisers to use the secondary advice resources and to seek further advice through their Copy Advice service. For broadcast clearance matters, advertisers should contact Clearcast.

The BFFF will be attending a meeting this week with the ASA, dedicated to talking about the new advertising restrictions. We will update members on discussions following this meeting.

Articles over 1 year old See Technical News Archive
Member Benefits

Exclusive Partnership deals on key products and services:

  • BFFF energy deals and rates
  • Vypr member deals and introduction
  • Defib Plus deals
  • Company Shop – membership
  • Mentor – MHE training health check

Exclusive access to networking opportunities and events:

  • Meet the Buyer events (retail & foodservice)
  • Annual Business Conference with networking dinner
  • Specialist H&S and Technical Conferences
  • Special interest groups (packaging, frozen food temperatures)
  • Annual Lunch
  • Awards Night
Upcoming Events More Events
Sponsorship Packages

We offer a range of sponsorship opportunities to BFFF members across our events throughout the year, with flexible packages that can be tailored to suit your business objectives.

Contact Us
British Frozen Food Federation Members Logo
what our members say...
  • Wakefield Council

    “What an amazing piece of work and indicative of how BFFF respond to the concerns of their members and make an impact on the whole industry sector.”

    See Full Quote

  • Sysco

    “You guys really ‘Do The Right Thing’ for the good of the industry”

    See Full Quote

  • Darta

    “The BFFF awards night is becoming an “appointment not to miss” on our calendar and we again enjoyed it immensely together with lots of well-known people from our industry. The…

    See Full Quote

  • Kantar Worldpanel

    “The Business Conference was an excellent day that was very well organised and allowed so many likeminded individuals in the room to learn so much more around the Frozen industry….

    See Full Quote

  • Lakeside Food Group Ltd

    “This Not For EU labelling situation alarmed us and quickly became a major worry to our business. These are times when you really rely on some support and from previous…

    See Full Quote

  • Meadow Vale Foods Limited

    “We had a few questions with respect to the new EPR waste packaging legislative changes. I know some of my colleagues have been assisted by BFFF in the past so…

    See Full Quote

  • Newberry International Produce Ltd

    “I am writing to express my heartfelt gratitude for the outstanding event you organised. I have only worked in this sector for the past nineteen months coming from twenty-five years…

    See Full Quote

  • Place UK Ltd

    “The BFFF 2024 Conference was compelling and thought provoking, with a many relevant and interesting topics covered at great pace and some depth by excellent speakers – will certainly attend…

    See Full Quote

  • Roswel Spedition GMBH

    “Thank you and the team for rushing around so brilliantly before, during and after the conference. It was pleasure to be part of the conference.”

    See Full Quote

  • Seara

    “The event was great, in my opinion. Not only it was very well organised, but the venue and the catering were excellent too. Furthermore, the content of the presentations was…

    See Full Quote

Website Designed & Built by we are CODA